How to Target Chinese Shoppers Abroad

300_targetingChineseTourists-v1.0China is the world’s second largest consumer market, having overtaken Japan in 2011 in terms of consumer expenditure. As a result, China has emerged as the market to watch. Analysing a number of geographies around the world, this white paper explores the impact of Chinese shoppers on various markets, the position of the Chinese government toward tourism and the allure of shopping abroad.

Download this white paper now to:

•  Learn about motiviators driving Chinese travellers to shop abroad
•  Explore expenditure trends emerging with the increase of travel
•  Uncover evolving consumption habits of the Chinese tourist
•  Consider future opportunities for marketing to Chinese consumers


Shopping is the top priority for Chinese tourists abroad. With reports of supermarket shelves being stripped bare, and even the Japanese coining a new term, “bakugai”, for the “explosive buying” impact of Chinese tourists on the domestic market, Chinese tourists are clearly having a positive impact on a diverse range of international retailers and manufacturers’ bottom-lines.

Destinations such as France, the US, Japan, Thailand and Australia have targeted the Chinese traveller as a strategic priority specifically for shopping tourism. Europe plays on its heritage and being home to many designer brands in iconic fashion hubs such as Paris and Milan. In Japan, Chinese visitors purchase a variety of everyday goods and products across the fast moving consumer goods (FMCG) spectrum – cosmetics, appliances, food & drink, consumer health – that helps offset weak domestic demand and offers a boon for Japanese manufacturers in a range of categories.

Euromonitor International expects 90 million outbound trips made by Chinese residents for leisure or business purposes in 2020, which represents an impressive average growth rate of 13 percent per annum over the past two decades. And by 2030, it is expected that the number will be almost 126 million, which makes China the largest outbound market, overtaking the US, Germany, and the UK.

Retailers keen to tap into Chinese demand are recommended to adopt any number of measures to target Chinese visitors. The provision of Mandarin-speaking staff and accepting China UnionPay credit cards are quite essential. Developing targeted marketing campaigns around national holidays, such as the Chinese New Year, developing new product ranges for the Chinese market and visibility on Chinese online shopping portals, such as Tmall Global and are also effective ways of boosting sales.